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Inter-organizational ties and total customer solution strategic positioning from delta model: a research about dyad supplier-client on B2B.

Author(s): Mateus Tavares da Silva Cozer | Geraldo Luciano Toledo | Cláudia Szafir-Goldstein

Journal: Revista de Administração Mackenzie
ISSN 1518-6776

Volume: 9;
Issue: 7;
Start page: 163;
Date: 2008;
Original page

Keywords: Strategic marketing | Digital marketing | Strategic management | Networks | Delta model.

The basic issue of the strategic management process is to determine how firmsachieve and sustain competitive advantage. In this sense, this paper aims toanalyze the links between a firm’s competitive positioning and the inter-organizationalties created with its customers as a way to achieve sustainable competitiveadvantage. The focus of the study is to describe the competitive process accordingto the Delta Model developed by Hax and Wilde II, which proposes three strategicpositioning options. The study describes the process of competitive positioningthrough inter-organizational ties and customer bonding under a strategic marketingperspective. From a methodological point of view, a literature review wasdone focusing on two theoretical subjects: competitive positioning and strategicmarketing. Finally the results of an empiric research on a public relations companyare presented. The study´s contribution is providing empirical support forthe Delta Model.
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